Servcorp gets set to boost its presence in Singapore with a new location opening in the city in 2014. Singapore, Decemeber 4th 2013 Servcorp is set to expand its operation in 2014 by opening a new location in Singapore.

June212013

Today is the polar opposite of yesterday: heavy and insightful reading. It leads off with what we think is the best summary of the role content marketing plays in the B2B marketing and sales process (from Aberdeen). We’ve also included what we think may be a great measurement of market share by MAP vendor: not by revenue or by units, but by web site usage. Combine this with a free eBook, an infographic on social CTA’s, and an updated social media design blueprint, and we’d say you’ve got some excellent content to review.

Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

_____________________________________________________________

Featured Marketing Automation Article

Content Marketing is the Alchemy of Intent | Research with Results: a blog from the Aberdeen Group

This means that the part of the mission that used to belong almost exclusively to sales is now shared between marketing and sales, with more and more of the responsibility shifted to marketing. That mission is to shape the buyer’s vision.

Beyond the intuitively clear sense of what a buyer’s vision is, it’s created by a set of assumptions about both the challenge the prospect is trying to solve and the critical capabilities that are necessary to solve that challenge. There are sales methodologies built around shaping the buyer’s journey. But if the bulk of the decision journey doesn’t happen with sales, then sales has a narrower than ever window in which to do this hard work.

This is largely what content marketing is all about — vision shaping through information. It’s for this reason that I call content marketing “the alchemy of intent”. A big part of vision shaping is framing the challenge or even identifying a challenge the prospect didn’t know they had, a “latent need” in the vernacular. Content marketing is about using various media to turn both latent and blatant need into an intent to buy, transforming it into a sellable need.

iNeoMarketing's insight:

Without a doubt the most insightful bit of writing we've seen in quite a long time. Nailed it. This is EXACTLY the role of content marketing vis-a-vis the sales process, and anything less than that for the B2B marketer is irresponsible.

A talk given at the Future Of Digital Marketing conference in London June 2013

Important excerpt...

One of the reasons that 70,20,10 is so broadly applicable as a model is because new things rarely kill old things, we need to embed dgitally native practices like optimisation and amplification into our businesses, but we also need to leave room for continuous innovation. The three horizons model enables a portfolio approach to innovation, mixing incremental with the radical. Horizon 1 focuses on innovations that improve your current operations, or focus on existing markets or technology, and so are incremental. 70% of resource might be applied here. Horizon 2 concentrates on extending your current competencies into related markets, or existing technologies and markets that you don't currently serve/use. This might be your 20%. Horizon 3 is about innovations that will change the nature of your industry, or seed options for the future. This is the 10%.

iNeoMarketing's insight:

The post (in the link below) provides the color to each slide, so you'll want to review the deck with the post. 70-20-10 is about right.

So what goes into a best-of-class lead generation engine? Learn the 30 greatest lead generation tips, tricks, and ideas - Download the free ebook now.

Excerpt...

There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning. In this guide, we expose the top 30 techniques marketers should utilize to increase leads and revenue. These tactics have been tested over the past 7 years and have been used by 8,000+ Hubspot customers to generate more than 9.8 million leads.

iNeoMarketing's insight:

I know we've seen this before, but if you haven't, boom there it is. And it's priced right.

Combine prospects' behavioral and social scores for accurate sales predictions.

Excerpt...

But wait, there's a caveat. The data is unstructured.

This is where a new breed of big data analytic tools comes into play. Advanced technologies use natural language processing, Web mining, and machine learning to structure the unstructured (i.e., turn the mountains of information in the social Web into data that is clean and actionable). With these new tools, companies can take lead scoring to the next level by fusing demographic, firmographic, and behavioral scores with a new type of score—the social score.

Social score is best used against an ideal buyer profile that takes into account all possible digital footprints. For example, a company might find that the ideal buyer for one of its products is a person who takes an interest in cloud computing, attends a Gartner or Forrester IT conference, follows certain industry analysts, and has knowledge about VMware and Amazon cloud. Matching new leads with this ideal buyer profile will provide a strong indicator about the buyer's relevancy, regardless of the information he or she provides.

Combining the behavioral score, which indicates a person's level of awareness and interest with the social score, which indicates a person's true relevancy to the business, produces an extremely accurate prediction of one's likelihood of making a purchase.

iNeoMarketing's insight:

Social scoring is just one aspect of the profile that leads to predictive analytics, but the degree to which it is inaccurate makes us pause. Not everyone tweets about everything in their lives, professional or personal. It's a helpful additive, but not a panacea.

In today’s social orientated marketing landscape most business have taken the leap of faith into social marketing. If you are one of these business you know how time consuming and resource intensive social marketing can be.

Condensed...

1. Use smart scheduling for maximum engagement

Using a service like Swayy or Buffer will increase your productivity, allowing you to share more quality content each week which will result in more engagement and more fans and followers.

2. Spread the workload among your staff

Designate time slots to each individual and spread the workload among your entire team. The more your team gets involved with your social marketing the more likely they are to feel connected to your brand and be able to provide important insights on how you can improve your business.

3. Be aggressive with social buttons

Automate the growth of your social communities by placing social buttons linked to your social profiles within emails, newsletters, and other marketing material.

4. Open your blog up to guest bloggers

If you plan to publish two posts a week (the minimum in my opinion) then choose one of these slots and open it up to guest bloggers from your niche. Every niche has many bloggers and these bloggers are always looking for guest blogging opportunities.

iNeoMarketing's insight:

Simple, basic advice. Social Marketing 101. Regarding #1: know which time segments are most effective through your analytics.

Today is the polar opposite of yesterday: heavy and insightful reading. It leads off with what we think is the best summary of the role content marketing plays in the B2B marketing and sales process (from Aberdeen). We’ve also included what we think may be a great measurement of market share by MAP vendor: not by revenue or by units, but by web site usage. Combine this with a free eBook, an infographic on social CTA’s, and an updated social media design blueprint, and we’d say you’ve got some excellent content to review.

Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

_____________________________________________________________

Featured Marketing Automation Article

Content Marketing is the Alchemy of Intent | Research with Results: a blog from the Aberdeen Group

This means that the part of the mission that used to belong almost exclusively to sales is now shared between marketing and sales, with more and more of the responsibility shifted to marketing. That mission is to shape the buyer’s vision.

Beyond the intuitively clear sense of what a buyer’s vision is, it’s created by a set of assumptions about both the challenge the prospect is trying to solve and the critical capabilities that are necessary to solve that challenge. There are sales methodologies built around shaping the buyer’s journey. But if the bulk of the decision journey doesn’t happen with sales, then sales has a narrower than ever window in which to do this hard work.

This is largely what content marketing is all about — vision shaping through information. It’s for this reason that I call content marketing “the alchemy of intent”. A big part of vision shaping is framing the challenge or even identifying a challenge the prospect didn’t know they had, a “latent need” in the vernacular. Content marketing is about using various media to turn both latent and blatant need into an intent to buy, transforming it into a sellable need.

iNeoMarketing's insight:

Without a doubt the most insightful bit of writing we've seen in quite a long time. Nailed it. This is EXACTLY the role of content marketing vis-a-vis the sales process, and anything less than that for the B2B marketer is irresponsible.

A talk given at the Future Of Digital Marketing conference in London June 2013

Important excerpt...

One of the reasons that 70,20,10 is so broadly applicable as a model is because new things rarely kill old things, we need to embed dgitally native practices like optimisation and amplification into our businesses, but we also need to leave room for continuous innovation. The three horizons model enables a portfolio approach to innovation, mixing incremental with the radical. Horizon 1 focuses on innovations that improve your current operations, or focus on existing markets or technology, and so are incremental. 70% of resource might be applied here. Horizon 2 concentrates on extending your current competencies into related markets, or existing technologies and markets that you don't currently serve/use. This might be your 20%. Horizon 3 is about innovations that will change the nature of your industry, or seed options for the future. This is the 10%.

iNeoMarketing's insight:

The post (in the link below) provides the color to each slide, so you'll want to review the deck with the post. 70-20-10 is about right.

So what goes into a best-of-class lead generation engine? Learn the 30 greatest lead generation tips, tricks, and ideas - Download the free ebook now.

Excerpt...

There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning. In this guide, we expose the top 30 techniques marketers should utilize to increase leads and revenue. These tactics have been tested over the past 7 years and have been used by 8,000+ Hubspot customers to generate more than 9.8 million leads.

iNeoMarketing's insight:

I know we've seen this before, but if you haven't, boom there it is. And it's priced right.

Combine prospects' behavioral and social scores for accurate sales predictions.

Excerpt...

But wait, there's a caveat. The data is unstructured.

This is where a new breed of big data analytic tools comes into play. Advanced technologies use natural language processing, Web mining, and machine learning to structure the unstructured (i.e., turn the mountains of information in the social Web into data that is clean and actionable). With these new tools, companies can take lead scoring to the next level by fusing demographic, firmographic, and behavioral scores with a new type of score—the social score.

Social score is best used against an ideal buyer profile that takes into account all possible digital footprints. For example, a company might find that the ideal buyer for one of its products is a person who takes an interest in cloud computing, attends a Gartner or Forrester IT conference, follows certain industry analysts, and has knowledge about VMware and Amazon cloud. Matching new leads with this ideal buyer profile will provide a strong indicator about the buyer's relevancy, regardless of the information he or she provides.

Combining the behavioral score, which indicates a person's level of awareness and interest with the social score, which indicates a person's true relevancy to the business, produces an extremely accurate prediction of one's likelihood of making a purchase.

iNeoMarketing's insight:

Social scoring is just one aspect of the profile that leads to predictive analytics, but the degree to which it is inaccurate makes us pause. Not everyone tweets about everything in their lives, professional or personal. It's a helpful additive, but not a panacea.

In today’s social orientated marketing landscape most business have taken the leap of faith into social marketing. If you are one of these business you know how time consuming and resource intensive social marketing can be.

Condensed...

1. Use smart scheduling for maximum engagement

Using a service like Swayy or Buffer will increase your productivity, allowing you to share more quality content each week which will result in more engagement and more fans and followers.

2. Spread the workload among your staff

Designate time slots to each individual and spread the workload among your entire team. The more your team gets involved with your social marketing the more likely they are to feel connected to your brand and be able to provide important insights on how you can improve your business.

3. Be aggressive with social buttons

Automate the growth of your social communities by placing social buttons linked to your social profiles within emails, newsletters, and other marketing material.

4. Open your blog up to guest bloggers

If you plan to publish two posts a week (the minimum in my opinion) then choose one of these slots and open it up to guest bloggers from your niche. Every niche has many bloggers and these bloggers are always looking for guest blogging opportunities.

iNeoMarketing's insight:

Simple, basic advice. Social Marketing 101. Regarding #1: know which time segments are most effective through your analytics.

What are the most important tools a marketer needs to complete his or her marketing goals and business objectives?

Digest...

The marketer's essential marketing technology stack is:

Marketing Automation: The organizations who can adopt and master it fastest will be the ones that outpace their competition. As with everything, of course, if the attempts at marketing automation do not align with marketing and business objectives, then it will probably be a waste of time.Content Management: What also makes content management systems powerful from the marketer's perspective is the ability to create websites with dynamic, personalized content. A (good) CMS provides marketers with the tools needed to create a very specific user experience and engagement plan. Marketers can effectively map out the paths they want their visitors to take when they visit the organization’s web site.Portals and Collaboration: Another type of portal is a sales portal. Employees can log in and see the progress of the other salespersons in the organization. It has a competitive aspect, and this type of portal isn't limited to just the sales department. The portal could represent how each franchisee is performing in the region and other franchisees can compete to increase their revenue or decrease whatever negative metric they want. Perhaps a law firm has a portal that keeps track of all the cases acquired and won per lawyer, and when each lawyer logs in to the portal, they are notified of their current standing.Social Media: You've probably seen it before, but if you've ever opted to "log in with Facebook account" on a website, you just participated in a marketer's attempt to better understand you as a user. Marketing can collect valuable data from their users by integrating social into their digital marketing plans. Not only that, but marketers can then recognize and better serve users as they hop through different channels - both socially and internally.

What are the most important tools a marketer needs to complete his or her marketing goals and business objectives?

Digest...

The marketer's essential marketing technology stack is:

Marketing Automation: The organizations who can adopt and master it fastest will be the ones that outpace their competition. As with everything, of course, if the attempts at marketing automation do not align with marketing and business objectives, then it will probably be a waste of time.Content Management: What also makes content management systems powerful from the marketer's perspective is the ability to create websites with dynamic, personalized content. A (good) CMS provides marketers with the tools needed to create a very specific user experience and engagement plan. Marketers can effectively map out the paths they want their visitors to take when they visit the organization’s web site.Portals and Collaboration: Another type of portal is a sales portal. Employees can log in and see the progress of the other salespersons in the organization. It has a competitive aspect, and this type of portal isn't limited to just the sales department. The portal could represent how each franchisee is performing in the region and other franchisees can compete to increase their revenue or decrease whatever negative metric they want. Perhaps a law firm has a portal that keeps track of all the cases acquired and won per lawyer, and when each lawyer logs in to the portal, they are notified of their current standing.Social Media: You've probably seen it before, but if you've ever opted to "log in with Facebook account" on a website, you just participated in a marketer's attempt to better understand you as a user. Marketing can collect valuable data from their users by integrating social into their digital marketing plans. Not only that, but marketers can then recognize and better serve users as they hop through different channels - both socially and internally.

June192013

Hello and welcome to our live blog coverage of NSA director Keith Alexander's testimony before the House Permanent Select Committee on Intelligence. It's Alexander's second trip to the Hill in as many weeks. He testified before the Senate last Wednesday, in a hearing scheduled to cover cyber security that gave way to a discussion of the NSA's secret surveillance programs.

Today committee chairman Mike Rogers, Republican of Michigan, has convened a hearing specifically to talk about the NSA programs – and to defend them. The hearing is called: How Disclosed NSA Programs Protect Americans, and Why Disclosure Aids Our Adversaries.

Scheduled to testify alongside Alexander are senior officials from the attorney general's office, the FBI, and the office of the director of national intelligence.

Today's hearing will provide a public forum for Alexander and Rogers to make the case that the NSA programs have kept Americans safe. Both men have said that the programs could prevent a future 9/11-style attack. "You have to have all of the pieces of the puzzle to try to put it together," Rogers said on TV two weekends ago. "That's what we found went wrong in 9/11."

One interesting point we'll be watching for: Alexander and Rogers have had a significant public disagreement in the last two weeks that may be resolved at today's hearing. The subject of the disagreement is Najibullah Zazi's 2009 plot to bomb the New York City subway. Alexander and Rogers have given conflicting accounts of which NSA program was essential to Zazi's interdiction (while others have said it was British police work, not NSA surveillance, that cracked the case).

Hello and welcome to our live blog coverage of NSA director Keith Alexander's testimony before the House Permanent Select Committee on Intelligence. It's Alexander's second trip to the Hill in as many weeks. He testified before the Senate last Wednesday, in a hearing scheduled to cover cyber security that gave way to a discussion of the NSA's secret surveillance programs.

Today committee chairman Mike Rogers, Republican of Michigan, has convened a hearing specifically to talk about the NSA programs – and to defend them. The hearing is called: How Disclosed NSA Programs Protect Americans, and Why Disclosure Aids Our Adversaries.

Scheduled to testify alongside Alexander are senior officials from the attorney general's office, the FBI, and the office of the director of national intelligence.

Today's hearing will provide a public forum for Alexander and Rogers to make the case that the NSA programs have kept Americans safe. Both men have said that the programs could prevent a future 9/11-style attack. "You have to have all of the pieces of the puzzle to try to put it together," Rogers said on TV two weekends ago. "That's what we found went wrong in 9/11."

One interesting point we'll be watching for: Alexander and Rogers have had a significant public disagreement in the last two weeks that may be resolved at today's hearing. The subject of the disagreement is Najibullah Zazi's 2009 plot to bomb the New York City subway. Alexander and Rogers have given conflicting accounts of which NSA program was essential to Zazi's interdiction (while others have said it was British police work, not NSA surveillance, that cracked the case).

Financial system 'waiting for next crisis' Financial Times John Kay, the economist and author, will warn this week that the world is heading for another financial crisis because the economic system is geared around trading profits that create...

Financial system 'waiting for next crisis' Financial Times John Kay, the economist and author, will warn this week that the world is heading for another financial crisis because the economic system is geared around trading profits that create...